NHL hopes Wrigley game will net more fans

(Crain's) -- Putting a hockey game in Wrigley Field's outfield is more than just a gimmick for the National Hockey League. It's a marketing power play for the league and the teams involved.

When the Chicago Blackhawks face off against the Detroit Red Wings on Jan. 1, it will mark the second time the NHL has hosted an outdoor Winter Classic event and the third time a regular-season outdoor league game has been held.

For Blackhawks team owner Rocky Wirtz, the event is another opportunity to "re-introduce America to the new Chicago Blackhawks," he said during a Tuesday press conference at Wrigley Field.

Since taking over the hockey team after the September death of his father, William Wirtz, Mr. Wirtz has ratcheted up Blackhawks marketing efforts. He signed a deal last year to broadcast Blackhawks home games, recently held the team's first-ever fan convention and is pumping up its advertising programs.

The NHL is also looking at the January event to drum up more interest in professional hockey among sports fans nationwide.

"The reason why we do this . . . on a day that is typically dominated by another sport -- college football -- is that we want the NHL to stand tall," said John Collins, senior executive vice-president of business and media for the NHL.

While the NHL won't divulge exactly how much it costs to stage such an event -- estimates have been well above the six-figure range -- Mr. Collins said the league does not lose money on it.

To host the event, the NHL buys the Blackhawks out of a regular season home game and then takes control of all ticket sales, sponsorship packages and broadcasting rights. The game will be broadcast nationwide on NBC.

The NHL pays Tribune Co. a flat fee for the use of its Wrigley Field and has in its agreement that the game will be held at the iconic ballpark regardless of who owns the stadium. Tribune is soliciting bids for the ballpark and the Chicago Cubs.

Details that remain to be ironed out, Mr. Collins said, include ticket prices; whether to erect seats on the field, and how to work with owners of buildings surrounding Wrigley that are usually packed with paying spectators during Cubs games.

The NHL recently purchased a portable ice rink, estimated by national trade publication Sports Business Journal to cost $1 million, to use for the event.